It’s taken a while for the more recent generation of US agencies to establish themselves in the UK but some, at least, seem to be getting there.
Anomaly and Droga5 appear to be hitting their stride and now Dentsu-owned Mcgarrybowen has won Mondelez International’s Green & Black’s, the premium chocolate maker bought by Cadbury in 2005.
Green & Black’s has hung in there in a prominent place on Britain’s supermarket shelves without the benefit of much advertising so it will be interesting to see what Mcgarrybowen makes of it and what difference it makes.
Mondelez marketing manager Catharine Young says: “We are excited about the strategy and work we are developing with Mcgarrybowen.”
Mcgarrybowen MD Charlie Hurrell says: “The rise of premium brands in the chocolate category has been led by Green & Black’s and we are thrilled to be now working with the Mondelez team to take the brand to the next level in the UK.”
Mondelez’s Cadbury recently appointed VCCP to handle Cadbury internationally.